In the middle of the Corona year 2020, the mood was tense. Also at PENNY: The discounter wanted more fun in the dreary Corona everyday life - and finally new PENNY fans! The target group challenge: How do we get young people to come into contact with our brand in these difficult times? We developed a content format that exuded exactly the positive energy that everyone has longed for.

A campaign that made Germany laugh again: we sent our customers "First to Teddy". The strategy behind it: We left the store to Teddy Teclebrhan and thus brought PENNY authentically into its format. He posted the videos on his own YouTube channel without notice. In this way, the content organically encouraged dialogue with the target group. As the highlight of the campaign, we started a challenge on TikTok - for maximum fun and interaction with our brand.

Teddy became the PENNY mouthpiece and triggered a dialogue: Millions of new fans, even Lidl and Edeka and even Jan Böhmermann went "First to Teddy."